A strategy for ensuring consumer confidence in the face of threats and risk
https://doi.org/10.24182/2073-6258-2026-25-2-126-132
Abstract
The article is devoted to one of the priority and most important economic indicators in modern conditions — the consumer confidence index. Which reflects the degree of optimism of consumers and their expectations in the strategic plan. The article examines possible strategies for ensuring consumer confidence in modern conditions characterized by uncertainty and various types of threats. The analysis reflects the dynamics of the consumer confidence index on a quarterly basis over ten years. Comparative conclusions are drawn about the dynamics of consumer sentiment and inflation expectations over the past five years on a quarterly basis. Specific strategies for ensuring consumer confidence are proposed to enable long–term planning in the face of threats and risks. The main conclusions of the study are to understand the mechanisms of transition to a strategy of maintaining confidence and security, minimizing losses and consumer anxiety.
About the Author
I. S. Chernov
Samara State University of Economics
Russian Federation
Russian Federation
Postgraduate student
Samara
References
1. Azaryan, E. M. Digital marketing in online retail: consumer behavior and the formation of models of influence on it / E.M. Azaryan, D.E. Voziyanov. Innovative economic development. 2023. № 1(73). P. 19–27. DOI 10.51832/222379842023119.
2. Bekuzarova Z. V. The influence of customer involvement in the brand on customer satisfaction and loyalty / Z.V. Bekuzarova. Economic research and development. 2022. No. 3. P. 23–29.
3. Bragin, L. A. Formation of loyalty in trade in the context of digitalization / L.A. Bragin, A.F. Nikishin. Economics and management: problems, solutions. 2023. Vol. 2, No. 3(135). P. 212–218. DOI 10.36871/ ek.up.p.r.2023.03.02.025.
4. Butkovskaya, G. V. Digital marketing: consumer behavior / G.V. Butkovskaya, A.V. Statkus. Bulletin of the University. 2019. No. 5. P. 5–11.
5. Karashchuk, O. S. Big data marketing as a tool to increase consumer engagement in creating value for a trade organization / E.S. Kravchenko, O.S. Karashchuk. Problems of modern economics. 2023. № 1(85). P. 78–82.
6. Kurochkina, A. Y. Management of consumer experience in the digital environment / A.Y. Kurochkina. – Saint Petersburg: Saint Petersburg State University of Economics, 2019. 67 p.
7. Panshin, B. N. Digital culture as a factor of efficiency and risk reduction of digital transformation of the economy and society / B.N. Panshin. Digital transformation. 2021. No. 3. P. 26–33.
8. Penkova, I. V. Digitalization of retail as a factor in the growth of consumer loyalty / I.V. Penkova, N.Yu. Voziyanova. Bulletin of the North Caucasus Federal University. 2024. No. 4. P. 129–135.
9. Rozdolskaya, I. V. Strategic determinants of client-centered marketing based on the principles of behavioral economics and the practice of customer experience research / I.V. Rozdolskaya, L.R. Yakovleva, A.A. Volobuev. Bulletin of the Belgorod University of Cooperation, Economics and Law. 2023. № 1(98). P. 135–150.
10. Skorobogatykh, I. I. Features of the behavior of «digital» consumers / I.I. Skorobogatykh, J.B. Musatova. Problems of modern economics. 2018. № 4(68). P. 127–130.
11. Standard of living. Federal State Statistics Service (Rosstat). – URL: https://rosstat.gov.ru. Date of access: 04.05.2026
12. Sustainable consumer behavior: a study through the prism of generational theory / G.S. Timokhina, S.V. Mkhitaryan, I. I. Skorobogatykh [et al.]. MIR (Modernization. Innovation. Development). 2022. Vol. 13, No. 3. P. 420–442.
13. Shadrina, S. S. Top 10 best customer retention strategies that increase profits / S.S. Shadrina. Business strategies. 2022. Vol. 10, No. 7. P. 185–187.
14. Schwartz, P. Assessment of consumer satisfaction / P. Schwartz. – M.: Balance Business Books, 2018. 352 p.
15. Shevchenko, D. A. The new social class: the digital consumer / D.A. Shevchenko. Bulletin of the Russian Academy of Sciences. 2023. Vol. 23, No. 1. P. 89–93. DOI 10.52531/1682-1696-2023-23-1-89-93.
Review
For citations:
Chernov I.S. A strategy for ensuring consumer confidence in the face of threats and risk. Scientific notes of the Russian academy of entrepreneurship. 2026;25(2):126-132. (In Russ.) https://doi.org/10.24182/2073-6258-2026-25-2-126-132
Views:
72
JATS XML
Email this article 